Clothing: "Slim And Healthy" To Catch Young Consumers

The clothing industry passed through the winter of 2019, and some enterprises lost their jobs due to expansion stall and other reasons. Finally, they had to close the shop for the winter. Some enterprises chose brand upgrading and focused their main businesses in the winter of the industry to achieve rapid growth in their performance. The industry believes that the clothing industry is still in the structural adjustment period of turbulence, men's wear, women's wear, casual wear, children's clothing is difficult, but also showed signs of recovery. In 2020, the garment industry will be driven by various new hot spots, new technologies, new tools, new platforms and new models to join in the transformation and upgrading.

Key words: Youth upgrading

"Younger" is a rising frequency in 2019. As young people gradually become the mainstay of clothing consumption, clothing companies have to start thinking about ways to attract young people. Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd., said that the clothing industry is the fashion industry. The younger generation of fashion is the main theme. Brand aging means the marginalization and elimination of brands.

In 2019, many enterprises tried to attract young consumers on the basis of cross-border and national trends. In 2019, Taiping bird launched a joint product with starving, Harry Porter, and white rabbit, and extended the strategy of cross-border alliance to 2020, and launched a joint product with cat and mouse. Bosideng chose Tim Coppens from the US and Anto from France. NIN Tron is working with three international designers from Ennio Capasa, Italy, to become more and more popular.

In addition, net red became the key word to stimulate growth in the second half of 2019. In December 2019, there was a market rumor that on Saturday, Li Ziqi, an indirect holding company, was affiliated with Sichuan Zi Qi Culture Communication Co., Ltd. Although 10 days later on Saturday, it responded that "Li Ziqi is not the company's signing net red" and did not invest indirectly in the "sub culture" on Saturday, but Saturday still ushered in the sixteenth daily limit from December 12, 2019 to January 16, 2020.

"China has gradually become one of the largest apparel consumer markets in the world." 90's "00 after" is becoming the main consumer of the times, and consumers are increasingly pursuing diversified and personalized consumer products. China's clothing industry is no longer a labor-intensive industry in the traditional sense, but a fashionable and creative industry that is redefined as integrating into culture, technology and technology. The brand culture behind a garment has become the focus of consumer attention. Bosideng relevant person in charge said.

La Natsu Bell responsible person said, enterprises by young people's enthusiasm for cross-border joint names, will appear brand, category, channel, marketing and other aspects of the development trend. "La Natsu Bell will also grasp the growth point of the new trend, fully integrate the brand younger and brand marketing, and form a brand competitive advantage."

The responsible person of Hai Lan's home thinks: "the so-called brand is younger, actually is the way of communicating with the consumer has changed. Because of the impact of the mobile Internet, great changes have taken place in the way of transmission, mode of communication and cultural context. Youth is a means rather than a goal, and brands and consumers grow together. When the joint name becomes the draught, the net red carries the goods to transform the marketing fast lane, if wants to obtain the stable and rapid development, the product itself is the most critical.

In Cheng Weixiong's view, brand aging should run through every value chain of the clothing industry. From the source of raw materials to design research and development, procurement and production, clothing to the market, all need to understand and grasp the needs of young fashion users.

Lai Yang, executive vice president of the Beijing Business Economics Association, said that the brand aging of clothing enterprises in 2020 was not simply a joint venture with the popular IP, but a revolution in designing ideas and concepts. It needs to form its own brand image and positioning according to the user's consumption needs and psychological identification. It is not blindly crossing the border with the trend. "The production mode of the garment industry may also change. With the development of the younger and individualized consumer groups, and the support of mature supply chain technology, small batch customization and independent designer brand may become the mainstream of the garment industry in the future."

Yang Dayun, a fashion industry investor and CEO international, believes that the so-called "national tide" is the combination of Chinese traditional culture and brand confidence and pride. With the development of the country, this trend will be further strengthened in the future. "But it is important to note that the brand appeal of local enterprises and the viscosity of consumers are not high enough. If enterprises do not strengthen their consumption guidance role, the effect of cross-border, national tide and net red will not be sustainable."

Keywords two: online and offline linkage

In 2019, the apparel industry's online channel development is still rapid. AI media's "analysis and report on the research and development of China's clothing industry in 2019" revealed that it is expected that the size of China's clothing e-commerce market will exceed 10000 billion yuan in 2019, and the growth rate of online apparel retail sales will reach 22%. In addition to e-commerce platform, the concept of new retail also appeared in the clothing industry.

Cheng Weixiong said, in fact, retail is not new and old, but under the influence of new technology, new platform and new tools, the flow of traditional retailers can not meet the needs of users' experience of multi port and multi traffic entry. In order to meet the diversity of user experience ports, brands and enterprises will inevitably have to do a lot of port compatibility, rather than die in old age. Single line or offline thinking is difficult to make bigger and stronger, and interconnection is the main trend.

In 2019, Semir tried to cooperate with the new retail platform, please Beckham, to store 1 000 stores, including Semir and Barbara, a total of more than 100 thousand employees. All of the resources will be injected into the invitation platform, through the key recommendation of the store shopping guide and the corresponding store discount packages, so as to reduce the cost of the platform and increase the traffic volume.

Taiping bird will also fully use the new retail technology of intelligent stores in Hangzhou and other places. The Pacific bird achieves data reflow through new retail tools and smart devices, helping brands to precipitate member assets and crowd portraits.

"Under the new retail wave, relying on the Internet, using big data, artificial intelligence and other technical means, upgrading and upgrading the production, circulation and sales process of goods, supplemented by the experience upgrading of offline stores, reshaping the format structure and ecological circle, has become an industry trend." Bosideng relevant person in charge told the Beijing Commercial Daily reporter.

The leader of Hai Lan home said that it is foreseeable that whoever can set up the "smart stage" of smart retailing will seize the opportunity in the next ten years.

Cheng Weixiong said that the online brand line needs to focus on the store experience and the theme, story, serialization, scene, and matching of the product series, and more is to enhance the user's awareness of the reputation of online brands through the strengthening of the experience of the offline stores, and make the online offline traffic flow better. And offline brands need to use the Internet thinking to do well in product display and promotion, especially for explosive products and single product thinking.

According to Lai, the transformation of sales channels is the key to traditional clothing enterprises to adapt to the current and future industrial revolution. It is foreseeable that the traditional offline mode of mass production and distribution will be a dead end. "A small number of flagship stores, image shops and experiential shops display the brand under the line, and online volume will be the way of transformation for traditional garment enterprises in the future."

But Yang Dayun also mentioned that if enterprises can do well online and offline linkage, it will meet the needs of consumers, but this is only a change in the way of shopping in the future. It is not realistic to change the growth of a brand in the short term.

Keywords three: focus on the main business

In addition to brand becoming younger, and constantly strengthening online and offline linkage, the next third trends will be garment enterprises to focus on the main industry. Yang said that at present, the clothing market has become saturated, and the growth rate will not be great in the future.

Affected by this, after many previous expansion and inventory crisis, many enterprises began to look for the way to upgrade themselves. Contracting business and focusing on the main business became one of the choices of many enterprises.

Cheng Weixiong said that China's retail market is very large, and the brand that focuses on the main industry can achieve 100 billion yuan in the Chinese market. However, the problem faced by garment enterprises is that the market is tempting. Many brands and enterprises often start to forget themselves and pursue the so-called unrealistic hot spots and technologies. When they fall into the abyss and then climb and return again, the window of opportunity for re growth is lost. They need to spend more money and manpower to pay for the cost due to negligence.

The most typical example is La Natsu Bell. La Natsu Bell, who experienced a brutal growth in the past, stopped the pace of expansion in 2019. As of June 30, 2019, La Natsu Bell closed 2470 stores that were not well managed. La Natsu Bell relevant responsible person also said that at present, La Natsu Bell has established the brand differentiation development direction with the main women's clothing brand as the core, contracted the development scale of the men's clothing brand business, retained the core shop, and integrated the men's clothing team. Other brands should focus on improving profits and actively scale down the scale of business development and reduce inefficient input of resources.

La Natsu Bell said in an interview that the clothing industry, as a traditional consumer goods industry, is facing multiple changes, such as the upgrading of consumer demand and the innovation and development of business models, and has entered a stage of profound transformation and adjustment.

YOUNGOR announced in 2019 that it will carry out 11 years of clothing, real estate and investment "three carriages" development strategy to adjust, investment business will be stripped, and began to cooperate with Skech, to rely on the sports market to re focus on the main garment industry.

Down jacket giant Bosideng also insisted on focusing on the down jacket industry for second years, increasing the research and development efforts of down jacket technology. The Dengfeng series launched in October 2019 continued to lead the domestic down garment market.

"At present, China's clothing industry has entered the era of competing with internationally famous brands. Consumers' market consumption concept is constantly maturing, and their understanding of clothing quality, characteristics and brand culture is constantly improving. Focusing on the main business and contracting business is just the choice to keep pace with the trend of consumption upgrading and to meet the needs of the consumers. It is also a call to respond to the reform of the supply side of the state. Bosideng responsible person.

Cheng Weixiong told the Beijing Commercial Daily reporter: "enterprises will take a detour to realize the importance of focusing on the main business. The brand and internationalization of Bosideng and Hai Lan's home have gone through the path of mainstream brands. Facts have proved that sideline industry can not bring support and help to the main industry, but drag on the development of the main industry."

According to Lai, it does not mean that the development of sideline will fail. After all, there are some garment enterprises that are better than the main businesses in the industry, but the probability of success is relatively low. In the future, more enterprises will accept the changes brought about by the industrial revolution, reduce the business they explored and explore their own fronts.

Reporter's notes:

Many shoe and clothing enterprises collapsed in the cold winter of 2019, and neither the old domestic enterprises nor the foreign fashion enterprises were spared. The Matthew effect of the future garment industry will be more obvious. The better developed enterprises will further expand the market share, and the weaker enterprises will gradually be shuffled. The entire garment industry is undergoing a revolutionary transformation. Enterprises unable to adapt to industrial change can only gradually decline in 2019. In 2020, change will continue. What enterprises can do is to make radical changes to themselves to adapt to the development of the industry. The garment industry will continue to bear pressure in 2020, but there are still opportunities for development, and how the garment industry will endure until next spring, and how enterprises should guard against cold.